Something totally unexpected occurred when Zaxby’s, a chain specializing in chicken fingers and Buffalo wings, offered a new product for free on July 7: Sales rose 5 percent compared with that same day a year earlier. Zaxby’s wasn’t counting on an instant sales boost. Its plan was merely to get customers into restaurants to try the Nibbler, the chain’s first snack product, to see whether it could compete against rivals’ comparable products. “The goal ...

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